"The mobile market is still very small and it is still very early, but we believe it is the right moment."

"We believe that the mobile platform is a key part of our gaming world and that is why we are increasing our investment in mobile gaming."

EA also sees the phone as a way of reaching people, particularly women, who would not normally play video games.

"We can link consumers closer to our franchises and find new consumers via the mobile market and then get them to our console world," said Mr Florin.

"While we create and produce games for the mobile platform, the expertise of Digital Bridges will help us bring new opportunities for game players to join the trend with the familiar, user-friendly format of the mobile phone," said Mr Florin.

EA plans to release mobile versions of three of its big titles for this year, Fifa Football 2005, Tiger Woods PGA Tour 2005 and Need for Speed Underground 2.

Next year, gamers can expect a mobile phone version of The Sims, as well as further titles, said EA.

In the long-term, the company is looking at ways of linking its mobile and consoles games.

A gamer could, for example, play The Sims on a mobile and then upload the changes to the game on a PC of console at home.

But EA admitted this vision of networked gaming is still some way off.

Game makers are realising that mobile gaming is a lucrative area for their products.

According to a recent report by analysts Ziff Davis, the popularity of mobile gaming in the US doubled in 2004 to more than 16 million household.

Nearly 70% of video gamers in the US own a mobile and 50% play games on their mobile devices, said the Ziff Davis report.

Analysts predict that over the next five years, the market for downloadable games could be worth billions to game makers and the operators of mobile networks.